Purple Cow

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Seth Godin Boiling Lake, Satan’s Revenge, and the always popular Trailer Trash. At the same time that dozens of entrepreneurs have created successful hot-sauce businesses with no advertising, no one has made any impact selling mustard. Arguably, there are more people who enjoy mustard than people who enjoy brain-scorching 25,000-Scovilleunit hot sauce. Yet hot sauce is a business and mustard isn’t. Why? Because very few people will order mustard by mail or request a different brand at a restaurant. They don’t have the otaku. Smart businesses target markets where there’s already otaku. Go to a science fiction convention. These are pretty odd folks. Do you appeal to an audience as wacky and wonderful as this one? How could you create one? (Jeep did. So did Fast Company and the Longaberger basket company. There are similar groups in the investing community, the market for operating systems, and the market for milliondollar stereo systems. Products differ, but sneezers and early adopters stay the same.) 80
<strong>Purple</strong> <strong>Cow</strong> Case Study: How Dutch Boy Stirred Up the Paint Business It’s so simple it’s scary. They changed the can. Paint cans are heavy, hard to carry, hard to close, hard to open, hard to pour from, and no fun. Yet they’ve been around for a long time, and most people assumed there had to be a reason. Dutch Boy realized that there was no reason. They also realized that the can was an integral part of the product– people don’t buy paint; they buy painted walls, and the can makes the painting process much easier. Dutch Boy used this insight and introduced an easierto-carry, easier-to-pour-from, easier-to-close paint jug. Sales went way up – no surprise when you think about it. Not only did the new packaging increase sales, but it also got Dutch Boy paint more distribution (at a higher retail price!). A few obvious changes in the can meant a huge surge in sales for Dutch Boy. The obvious question: Why did it take so long? This is marketing done right. Marketing where the marketer changes the product, not the ads. 81
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Purple Cow Transform Your Business
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This is a work of fiction. Names, c
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Contents NOT ENOUGH Ps 1 THE NEW P
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Contents IN SEARCH OF OTAKU 79 CASE
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“Tastes like chicken” isn’t a
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Seth Godin Marketing isn’t guaran
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Seth Godin This is a book about why
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Seth Godin In Crossing the Chasm, G
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Seth Godin Why You Need the Purple
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Seth Godin already solved their yog
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Seth Godin ignite in markets that a
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Seth Godin As the brand was built,
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Seth Godin TV commercials are the m
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Seth Godin Consider the Beetle The
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Seth Godin What Works? One way to f
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Seth Godin Here’s the entire text
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Seth Godin The Will and the Way I d
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Seth Godin Is there a significant r
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Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
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Page 48 and 49: Seth Godin often). This is worth hi
Page 50 and 51: Seth Godin ad was appropriate for t
Page 52 and 53: Seth Godin Cheating • JetBlue Air
Page 54 and 55: Seth Godin keters can’t buy enoug
Page 56 and 57: Seth Godin The Law of Large Numbers
Page 58 and 59: Seth Godin Case Study: Chip Conley
Page 60 and 61: Seth Godin In a crowded marketplace
Page 62 and 63: Seth Godin justly criticized for be
Page 64 and 65: Seth Godin The lesson is simple - b
Page 66 and 67: Seth Godin This is true not just fo
Page 68 and 69: Seth Godin of Aeron chairs have bee
Page 70 and 71: Seth Godin By targeting the center
Page 72 and 73: Seth Godin Case Study: The Best Bak
Page 74 and 75: Seth Godin What could you measure?
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Page 78 and 79: Seth Godin allowed them to grow to
Page 80 and 81: Seth Godin Wall Street and the Cow
Page 82 and 83: Seth Godin The Pearl in the Bottle
Page 84 and 85: The Parody Paradox Seth Godin J. Pe
Page 86 and 87: Seth Godin Seventy-two Pearl Jam Al
Page 88 and 89: Case Study: Curad Seth Godin When C
Page 90 and 91: Seth Godin What would happen if yo
Page 92 and 93: Seth Godin your customers, the more
Page 96 and 97: Seth Godin Where does your product
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Page 102 and 103: Seth Godin product, and vice versa.
Page 104 and 105: Seth Godin Sell What People Are Buy
Page 106 and 107: Seth Godin The Problem with Comprom
Page 108 and 109: Seth Godin The Magic Cycle of the C
Page 110 and 111: Seth Godin What It Means to Be a Ma
Page 112 and 113: Seth Godin Marketers No Longer: Now
Page 114 and 115: Seth Godin Compare this to the peop
Page 116 and 117: Do You Have to Be Outrageous to Be
Page 118 and 119: Seth Godin But What About the Facto
Page 120 and 121: Seth Godin The Problem with Cheap C
Page 122 and 123: Seth Godin Case Study: What Should
Page 124 and 125: Seth Godin When the Cow Looks for a
Page 126 and 127: Seth Godin Case Study: Tracey the P
Page 128 and 129: Seth Godin Case Study: So Popular,
Page 130 and 131: Seth Godin If, on the other hand, y
Page 132 and 133: Seth Godin If your boss wants focus
Page 134 and 135: Seth Godin Of these top one hundred
Page 136 and 137: Seth Godin Brainstorms While we can
Page 138 and 139: Seth Godin Targeting this niche see
Page 140 and 141: Seth Godin ment of time and money.
Page 142 and 143: Seth Godin their friends, and Water
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Seth Godin There is actually a cont
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Seth Godin just beautiful on the in
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Seth Godin A quick visit to CDBaby.
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Seth Godin Salt is Not Boring-Eight
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Seth Godin Brand and Company Index
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Seth Godin Krispy Kreme 83, 84 L Le
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Seth Godin What Would Orwell Say? A
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More Information Seth Godin To find
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